Laffy Taffy Social Media

The beloved heritage candy, Laffy Taffy, joined social media in February 2019. Working with a team of two designers at National Today, I played a lead role in adapting the candy's signature vibrant flavors and humor to the digital age. Much of our content was based on national holidays, so that Laffy Taffy could build a fanbase quickly by hopping on already-trending hashtags. My special contribution was to leverage my stop-motion animation skills to make fun stretchy videos for Instagram and Facebook, which performed with average CPE as low as a penny per click. 

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I also played a key role in Laffy Taffy's 2019 April Fools Day celebration. In order to build excitement and buzz around the candy's forthcoming release of an all-banana flavor bag, the candy's social media decided to seed a rumor that the company would be discontinuing banana flavor altogether. Parenting and PG humor social media influencers were sent candy-filled Laffy Taffy joke books, which I designed,  mysteriously excluded banana flavored candies. The influencers mentioned this omission in their posts, and the rumor spread from there. The prank generated 186,318 Facebook impressions and an estimated 105.5M media views through earned coverage.